Mesmeriser

The Timeless Cycle of Self-Help: From Mesmerists to the MAHA Movement

The self-help industry, now an omnipresent force in personal development and wellness, has traversed centuries with remarkable consistency in its core messaging. From 19th-century mesmerists and snake oil salesmen to the grandiose promises of Napoleon Hill’s Think and Grow Rich, the motivational empire of Tony Robbins, and now the MAHA movement, the narrative remains the same: distrust the establishment, believe in the power of individual transformation, and, crucially, buy into the promised solutions. Despite evolving formats and platforms, the essence of the self-help message has remained static. What has changed, however, is the marketing—and the scale of financial gain for those at the helm.

The Origins: Mesmerists and Snake Oil Salesmen

The roots of self-help can be traced back to the 18th and 19th centuries, when figures like Franz Mesmer popularised ideas of “animal magnetism,” promising healing through unseen forces. These mesmerists captivated audiences with theatrical demonstrations, presenting themselves as the sole possessors of esoteric knowledge. Their claims, while lacking scientific backing, tapped into a deep-seated desire for agency in a world dominated by mysterious ailments and limited medical understanding.

Similarly, snake oil salesmen exploited the vulnerabilities of the masses, selling dubious remedies that promised miraculous results. While the products rarely delivered, the salesmen’s success lay in their ability to craft compelling narratives, positioning themselves as alternatives to the untrustworthy medical establishment. The seeds of self-help’s enduring appeal were sown: a mix of charisma, distrust of authority, and the promise of simple solutions to complex problems.

The Golden Age of Self-Help: Think and Grow Rich

In the early 20th century, Napoleon Hill’s Think and Grow Rich epitomized the burgeoning self-help genre. Hill combined anecdotes of wealthy individuals with vague, pseudo-scientific principles, asserting that belief, visualisation, and persistence were the keys to success. His work aligned with the era’s New Thought movement, which championed the power of positive thinking.

Hill’s message was revolutionary in its accessibility, appealing to a post-Depression audience eager for hope and prosperity. Yet, at its core, Think and Grow Rich was not a radical departure from its predecessors. Like mesmerists and snake oil salesmen, Hill capitalised on dissatisfaction with existing systems—this time targeting economic institutions—to sell an alluring, albeit unproven, path to wealth.

The Modern Giant: Tony Robbins

Tony Robbins represents the self-help industry’s evolution into a global enterprise. With his seminars, books, and coaching programs, Robbins has built an empire on the promise of personal transformation. His message—that anyone can “unleash the power within”—is an iteration of Hill’s philosophy, repackaged for the late 20th and early 21st centuries.

What sets Robbins apart is his mastery of multimedia marketing and his ability to merge self-help with entertainment. His larger-than-life persona and electrifying events create a sense of community and belonging, drawing in millions. Yet, like those before him, Robbins often relies on undermining traditional systems, such as therapy or academic psychology, positioning his methods as superior. His financial success—with programs costing thousands of dollars—underscores a recurring truth: the real wealth in self-help lies not in the principles themselves but in their commodification.

The MAHA Movement: A New Era of Distrust

Today, the MAHA (“Make America Healthy Again”) movement exemplifies the latest iteration of the self-help ethos. Spearheaded by figures like RFK Jr. and Calley Means, the movement combines anti-establishment rhetoric with a focus on personal health and wellness. Ostensibly, MAHA seeks to empower individuals to reclaim their health from a corrupt medical system. In practice, it often perpetuates misinformation and promotes unregulated supplements and dubious health products.

What unites MAHA with its predecessors is its financial undercurrent. Many of its leaders profit directly from the fear and distrust they cultivate, selling solutions that range from vitamins to alternative health programs. By positioning themselves as outsiders fighting against “Big Pharma” and government overreach, they gain followers who view their products as revolutionary—despite a lack of evidence for their efficacy.

Common Threads: Undermining for Profit

Across centuries, the self-help industry has thrived on a singular formula:

  1. Undermine Established Systems: Whether it’s mesmerists dismissing traditional medicine, Hill critiquing conventional pathways to wealth, Robbins sidelining psychological expertise, or MAHA leaders attacking modern healthcare, the industry’s first step is to erode trust in existing authorities.
  2. Offer Simple, Accessible Solutions: These figures promise that transformation is within reach—if only you adopt their methods, attend their seminars, or buy their products.
  3. Monetise the Promise: The ultimate goal is not societal improvement but personal financial gain. From the mesmerist’s performances to Robbins’ multimillion-dollar empire and MAHA’s supplement sales, the industry’s success lies in selling hope, not delivering results.

The Illusion of Change

Despite its longevity, the self-help movement remains remarkably static in its messaging. Its enduring appeal lies in its ability to adapt its delivery to fit the times. The mediums may change—from town squares to bestselling books to social media—but the underlying narrative does not. By continually preying on dissatisfaction and positioning itself as the antidote, the industry ensures its relevance.

Breaking the Cycle

The self-help industry’s resilience is a testament to its understanding of human psychology. People crave agency, hope, and solutions to life’s challenges. However, as history shows, the industry’s primary beneficiaries are often its leaders, not its consumers. Recognising this pattern is the first step toward breaking free from the cycle of perpetual dissatisfaction and consumption. True empowerment may lie not in the promises of self-help but in questioning the motives of those who profit from our search for improvement.